VMU Studios, Slawn Team Up With Fanatics And NFL For Public Football X Football Installation

VMU Studio has teamed up with Fanatics, the NFL, and Olaolu Slawn for their new installation, Football x Football. The project was unveiled in Leicester Square on Saturday and displayed two 35 foot inflatable sculptures featuring unique, bespoke designs from Slawn and Nigel VMU, with VMU studios bringing the project to life.

The installation between VMU Studio and Slawn features two ‘Gameday Giants’, representing the sporting traditions from both the US and UK in two separate sculptures. Spearheaded by Nigel VMU and Slawn as artistic creatives, The UK giant features Slawn’s signature clown like motifs with a nod to football (soccer) culture through the NFL X Fanatics jersey. 

This larger than life figurine is accompanied by a US Giant, complete in football (NFL) pads and headwear as well as an anthropomorphic ball. These two sculptures aim to show the unity that both sports bring to their respective countries, as the NFL continues its global expansion with the 2025 international games. Merchandise from the event will also be available at the NFL Europe website.

VMU Studio, made up of brothers Nigel VMU and Leke Lex Anthony, is a London based multi-disciplinary studio working at the intersection of contemporary art, product design through public installation. With successes across fashion, art, and streetwear, they are also already close collaborators with Slawn having worked alongside him and the FA for public activations with FA Cup sculptures, as well as with Nike for his Air Max collaboration. The work of Nigel as artist and Lex driving production and strategy is paramount to the fruition of this project.

Speaking on the Football x Football project, Nigel VMU states:

 “Working with Fanatics and the NFL on Football x Football gave us the chance to transform Leicester Square into a living story of two cultures colliding. For me, it was about more than sport – it was about creating monumental public art that reimagines how fans see themselves in both football and American football. 

By merging my sculptural design language with Slawn’s bold, subversive visual style – raw, satirical, and instantly recognizable – we built inflatables that aren’t just objects, but symbols of how culture, art, and sport can speak the same language on a global stage.”

Ciarán Jordan, Vice-President Marketing at Fanatics added: 

“Football x Football is a celebration of culture, creativity and fandom, and we’re proud to help bring it to life in such an iconic setting as Leicester Square. At Fanatics, we believe sport connects people everywhere, and this installation – merging art, US football and UK football culture – captures that spirit perfectly.

Working with visionary talents like Slawn and VMU Studio, alongside our long-term partners at the NFL, allows us to showcase the power of sport and art coming together to inspire fans across the world.”